By Savannah McClelland
While a large percentage of individuals polled in a recent study by the National Retail Federation said that they were planning to go the traditional route for Mother’s Day—flowers—more gift givers are moving towards buying tech to show their appreciation. The study, conducted by BIGinsight, found that a little over 14% of respondents planned to purchase electronics; NRF calculates that consumers will spend more than $2.3 billion on electronics for mom, up from $1.6 billion last year.
The overall trend this year for Mother’s Day indicates an increase in spending across the board—the average approximately $170, up 11 percent from last year’s average. Total spending is expected to reach $20.7 billion.
More than half of the consumers in a similar PriceGrabber survey said that they plan to buy their gifts online, rather than shopping at department stores. The NRF study found slightly different results, with 34.4% of buyers saying they planned to shop at department stores, while 28.5% of the Americans surveyed planning to buy their gifts online—an increase of over 25% from last year, and the highest in the survey’s ten-year history. Those surveyed said overwhelmingly that free shipping was the most common attraction for online purchases, followed by price cuts.
Analysts have pointed to the NRF’s findings as indication that tech is becoming a more accessible and commonplace gift item—BIGinsight Consumer Insights Director, Pam Goodfellow, said in the NRF study, “Budgetary constraints will keep many families on the lookout for the perfect group gift, like a new tablet or smartphone, or even that cashmere sweater they know mom has had her eye on.” As consumer electronics become more and more prevalent, particularly mobile devices and tablets, marketers should definitely come to terms with the notion that mobile advertising will increase in importance. Having a mobile presence is becoming vital, particularly since another study has already demonstrated an increase in purchases made through mobile versus PC or brick-and-mortar stores.
Mother’s Day is also an excellent opportunity for marketing to mobile customers in and of itself; multiple companies are capitalizing on the growth of the mobile channel to offer coupons and other incentives via branded apps and mobile-based social media.
Overall, these studies indicate two things: Mothers should be very pleased this Mother’s Day, and mobile is the biggest opportunity available to marketers everywhere right now.